What Ticks for Indian Consumers/ Men – Partho Dasgupta and Ashish Golwankar

27 Aug,2014

Continuing with our extracts from the second edition of the MxMIndia Annual, we present contributions by Partho Dasgupta and Ashish Golwankar

 

 

Things to remember when marketing to men

 

By Partho Dasgupta

 

It’s a very regular thing to say Men will be Men. Yes there are the standard prototypes, but are all men alike?? Nothing could be far from the truth than thinking that one size fits all as far as men are concerned. It is, in fact, suicidal to think that all men are similar.

 

While targeting men, it is critical to segment them right. Segmenting men based on their demographic profile, or their socioeconomic strata is just not enough. One needs to look at the psychographic profile and segment this target group based on that. Men have varied interests and that should be kept into account as well. For instance, if a man is a gadget freak that needs to be built into communication for him to feel excited. The good old target group index (TGI) used to help us in appropriate segmentation of target groups.

 

Second, and equally important factor is to understand that while targeting males, it might be prudent to say that male might be metaphorically male. In today’s environment, where women are rubbing shoulders with men in the work place, the line between men and working women, as far as interests and habits are concerned, is thinning.

 

 

Men just love reality

 

By Ashish Golwankar

 

The Hindi general entertainment space has never been so competitive in the past where channels are leaving no stone unturned to grab maximum eyeballs. And a notable trend, albeit not new, has come to the fore. I’m talking about non-fiction shows.

 

The way non-fiction shows have evolved in the past three to five years is interesting. We have now started to see channels using more of non-fiction stuff as it attracts not just women, but men, kids and young adults as well. The non-fiction format, I believe offers the highest entertainment quotient for viewers – be it Nach Baliye, Jhalak Dikhla Jaa, Bigg Boss or KBC. Numbers suggests that these shows have done very well in increasing the viewership numbers.

 

Fiction does have a role in GECs and they will continue to be a critical component of a GEC’s content offering. But, every now and then, there will be a non-fiction show replacing a fiction show in the prime-time.

 

 

 

These women have similar schedules as their male counterparts. To give an example, news channels are supposed to be targeted at men. However, not only men but even women of a certain psychographic profile watch news television – prime time news and debates. Thus news channels are not only targeted at males, but at a TG that is metaphorically male. Marketers of certain product categories too need to understand that their target group might not only be men, but working women with similar interests and habits as men.

 

Next, while communicating with men one has to acknowledge their short attention span. Quick, instant gratification is what works for them. This is the reason why one day cricket was more popular than test matches, and why now t20 is more popular than one day cricket. On the other hand, there are also men who like to read long form articles and see long debates on television.

 

Lastly, marketing strategies need to change with the changing man. He has changed from the Rothmans man to the Metrosexual, from Retrosexual to Ubersexual. Not all men are changing at the same pace though, or at the same time. Products and categories, hence, have to know whom they are selling to, and tailor-make their marketing and communication strategy accordingly.

 

 

 

Talking about men as a consumer group, they just love reality. They are your loyal viewers unless you go drastically wrong in your content strategy targeting them. They like more action, more lively content while women prefer more drama.

 

The viewership split on most occasions for reality shows would be 55:45 in favour of men. So with reality and non-fiction shows, GECs try to cater to the men audience, particularly the youth – a segment which does not seem to spend much time on soaps or fiction programming.

 

 

Tomorrow (Thursday, Aug 28): Women/Oona Dhabar and Sunil Kumaran

 

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